Native App

These guidelines will help interaction designers, visual designers and developers create consistent, on-brand digital experiences for our app. The native app guidelines empower team members, vendors and partners to build great customer experiences by:

Creating a consistent look and feel

A brand’s app ecosystem must have consistent user interfaces and structure, which creates a homogenous ecosystem identity and experiences for the user. 

Building and maintaining user expectations

Patterns such as navigation and toolbars must be consistent throughout the app ecosystem to ensure that users are given familiar patterns.

Reducing effort

Standardized elements such as menus, loading and login screens provide consistent experiences across the app ecosystem and also reduce design and development efforts. 

About the app ecosystem

We provide the user with what they need when they need it.

TELUS Digital apps need to work together with the complete TELUS ecosystem to take care of the complexities of a customer’s life. Serve-self is the idea that wherever you are, we collect your preferences so that TELUS apps can more efficiently and effectively serve your needs - predictively and in a more automated fashion. 

We provide contextual value enabled by location.

Apps permit us to be part of our customer’s lives. We carry our mobile devices wherever we go and how we use them might differ depending on where we are. Whether it’s a retail beacon, a Wi-Fi hotspot, or your home internet connection, contextually aware services can enable an enhanced experience and helps to make TELUS an invaluable element in customers' lives.

Building a structured and scalable ecosystem

TELUS Digital is committed to developing all apps in a way that supports an informed, structured and scalable ecosystem. The proper planning of all new product apps, support apps and app feature upgrades should consider the role in the overarching TELUS experience. When evaluating apps, there are two main categories they fall into:

TELUS horizontal apps

  • Serve a general purpose

  • Target the most significant number of customers with a full breadth of utility, coordinated functions, tasks and services.

  • Example: TELUS My Account

TELUS vertical apps

  • Supports niche products or lines of business

  • Designed for a particular type of task that will offer more in-depth functionality to the user and can’t combine easily with a horizontal app. 

  • Example: TELUS Device Checkup

Role of an app versus a web experience

Apps should deliver on the following core measurements and expectations:

Streamlined utility

The user typically has one action in mind that fits into a micro-moment. 


Anticipate customer needs and offer tailored content and non-intrusive notifications based on interests, location, and usage behavior.

Native functionality

Utilize features like camera, contact list, GPS and touch ID to improve customer experience. 

Offline access

Offer primary content and functionality in offline mode.

Product behaviour principles

Every app or feature added to the ecosystem should include at least one of our three core product behavior principles. If a proposed app or feature doesn’t benefit the consumer in at least one of the three ways, it should not be considered.


True to our founding purpose of creating relationships since 1885, TELUS is committed to providing the most reliable and innovative methods of access and enablement for customers. 


App experiences should provide clear, transparent and straightforward access to the information and services customers need.


Culturally committed to making the future friendly, apps should also work to protect TELUS and keep customers safe. 

Experience attributes and pillars

Experience attributes describe the way we want all app experience to feel like. We want to create experiences that do the work for our consumers. Those attributes are:

  1. Automated

  2. Personalized

  3. Contextual

  4. Instant

  5. Anticipatory

Radical simplicity

Make things easy for our customers, take care of complexities for them while simplifying things for the business internally. 

Clarity and choice

Understand customers’ preferences for interacting with us, and provide a clear opportunity. For example, if the customer is looking for support and wishes to contact a support agent instead of using technology, we should make that option readily available. 


Provide a clear line of sight and keep customers updated with the information that matters to them at any instant.

Foundational elements

The following are the basic building blocks of the TELUS native app design language. Every app must follow these basic requirements to ensure a consistent brand experience for our customers. 


Colour creates visual impact and distinguishes a brand. It conveys personality, attracts the eye and indicates a change.


A strong typographic hierarchy helps communicate a change from one level of content to another.

App icons

App icon designs are created and managed in-house to ensure a unified app family, visual consistency and strong brand awareness

Accessibility for iOS & Android

Both iOS and Android platforms have come a long way in supporting accessibility features and they both provide very good resources & training materials. Read below for more information on how designers and developers work together to create accessible experiences on each native app.

Things to consider